Apple has once again used one of its most effective plays to give life to Apple Arcade: a family collaboration, very recognizable and designed to attract audiences of all ages. In this case, the protagonist is the friendly character Bluey, known for his cartoon series, who is going to invade five games of the service starting May 21 with a limited-time event.
Now, Bluey does not arrive as a new gamebut as a crossover within titles that are already on Apple Arcade. Apple has announced that the children's series will sneak into Crossy Road Castlestitch., puffies., Suika Game+ and Disney Coloring World+. The idea is simple: take advantage of a character very loved by families and children to give more visibility to games already available within the platform's catalog (without forgetting that Disney is the majority shareholder in Apple and owner of the rights to the character, which makes collaboration easier).
The move fits quite well with the way Apple Arcade tries to differentiate itself: less noise, more one-off collaborations and a lot of focus on content suitable for the whole family. It is not the first time that Apple uses recognizable characters or franchises to give more visibility to its service, but Bluey has a special value because it connects very well with children and adults know it well and trust its content.
Dates and duration
The event starts on May 21 and will extend over several weeks, with different closing dates depending on the game. MacRumors and Apple agree that the promotion will be temporary, so it is not a permanent addition, but rather an activation designed to move the catalog and add a point of novelty during a specific period. This format is very good for Apple Arcade, because it allows you to renew interest without having to release a large block of releases each month.
These types of collaborations reinforce Apple Arcde's image of a family service, without ads and without in-app purchases. Bluey brings precisely that: immediate recognition, a friendly tone and a very broad fan base among fathers, mothers and children. In addition, the move comes at a time when Apple Arcade's slate of new games for June seems more discreet than usual, so the crossover helps offset that feeling of a “weak month.”
More games in June
Apple has not stopped at Bluey alone. June 4 will also add four new games at service: Mini Football Legends, My Talking Tom 2+, Coffee Inc 2+ and FreeCell Solitaire: Card Game+. They are not as big names as a great exclusive, but they do reinforce the line that Apple Arcade has been following for some time: varied catalog, accessible games and a lot of proposals designed to play without complications.
